Morrisons: ‘Customer cynicism will drive advertising standards’

Morrisons chairman Andrew Higginson says that customers’ cynicism towards brands will ultimately drive advertising standards.
Speaking at the IAB’s Engage conference today (12 October), Higginson said he has learnt over the years that customers are “the smartest people on the planet”.
As consumers have more knowledge and “power through choice than ever before”, he believes they will reward businesses that are efficient, responsible and trusted.